Road to Relevance; Page 17, Copyright 2013
Chapter: Assessing Strengths, Subhead: Assets
For our purposes we will define an asset an “item of ownership having value.” Is our building a strength and are we fully leveraging it? For example, the Colorado Automobile Dealers Association (CADA) gains a lot of mileage from their headquarters building, using it for receptions, press conferences, banquets, and meetings with dealers, legislators, charitable organizations, other associations, the media, and the public. CADA President Tim Jackson, CMP, CAE, says, “The association facility was designed to leverage its potential for convening meetings, forums and receptions. The building is in constant use. Hardly a day goes by without one or more catered functions. I’d estimate we host some kind of meeting or event four out of every five days in an average week.” The receptions provide the association with valuable face time with legislators and regulators. The meetings connect the association with its members. The forums build relationships with the media and other centers of influence.